Brand Ambassador Program: A 10-Creator Launch With 15/20% Tiered Commissions

Colleen Kelly, Influencer Marketing and Brand Partnerships Director at ClearStem, walks through exactly how she built the company's brand ambassador program from zero using a tiered commission structure and authentic creator relationships. She argues that the strongest programs start by finding people who have already used the product and shared their results organically, then reaching out to build a real one-on-one connection before ever mentioning affiliate links. ClearStem launched with just 10 creators in the health practitioner space, offered 15% off discount codes across all tiers, and structured commission at 10% for new partners, rising to 15% at $2,500 in sales and 20% at $5,000. Colleen also shares that hosting co-founder masterclasses for ambassadors, where creators could ask Danielle and Haley skincare questions directly, became one of their highest-performing retention tactics. If you are starting from a limited budget and wondering how to identify your niche and build loyalty without paying upfront flat fees, this is the playbook to watch.